The Mykita 2009 Campaign is shot by Mark Borthwick

With a warm, wondrous spontaneity infusing his work, British-born Mark Borthwick

is revered for his personal style of photography. Borthwick, along with other innovative

photographers of the ‘90s, broke through the conventions of fashion photography

and established a new working order that has tremendously influenced all aspects

of editorial and advertising photography.

Borthwick’s work is about the movement of the model, and the serendipity of accidental

clutter is as important to his images as the products shown. Integrating

elements of fashion, architecture, and design, Borthwick has developed a uniquely

personal and intuitive approach and his ability to transfigure a static photo into a

performance is often praised.

His perceptive and seemingly effortless images appeared in magazines such as I-D,

Italian Vogue, Interview, Purple or The New Yorker. Mark has worked for designers

such as Yohji Yamamoto, Comme des Garçons, Hussein Chalayan, Martin Margiela

etc. His photographs have been exhibited around the world, and featured in art

magazines such as Artforum and Flash Art.

Mark Borthwick now lives in Brooklyn, New York. The MYKITA 2009 campaign was

shot at his Cobble Hill house in March 09, and features some of his artist friends and

members of his family wearing MYKITA frames. In a marked departure from previous

rather cool and product focused MYKITA campaigns, Mark’s images constitute an

emotionally charged slice of life and a full-blown brand campaign.

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